refrigeration
Preservation, capacity and efficiency Cooling appliances are a core segment of the domestic appliance market. IER spoke to category experts about what trends are driving sales
A
major sector in the domestic appliance market, refrigeration products have enjoyed recent
volume growth. “The overall market for fridge freezers was up by 3.3% year on year in May 2016,” says Hoover Candy Baumatic UK head of sales and marketing for built-in Owain Harrison. “Notable increases were for built-in fridge freezers, up by 17%, with 1.5% growth for frost free models within the category and for 60cm plus side by sides, which continue to make a welcome resurgence with a 13.9% increase year on year.” However, value has dipped slightly,
partially down to price shifts. “The latest GfK data suggests sales units are up year on year, but the value is down with the average price per product falling by £7,” explains Beko plc cooling product manager Gino Grossi. “In the cooling market, freestanding appliances continue to account for the bulk
of sales, with an 86.5% share of the market between January and August 2015. Growth is driven by larger models, with side by side and two door models contributing to the popularity of freestanding cooling products.” A reasonably diverse market, other product
areas have seen strong performance too. “Undercounters, in the shape of larders, refrigerators and freezers, continue to form an important part of the refrigeration market, with the white 50cm products continuing to be the most popular models,” suggests Glen Dimplex Home Appliances head of category for refrigeration Kathy Koomson. “The fridge freezer market has continued to
grow in terms of volume and value - in particular, two door combis with the freezer at the bottom remain the fastest growing component of the freestanding cooling market. This isn’t a surprise as combis provide the perfect combined storage solution for fresh and frozen produce and remain a very popular option for families.”
She adds: “After a strong couple of years, the chest freezer market has shown a decline, but I still see a place for them and feel the consumer will demand more from these products in terms of technology, while not wanting to pay a premium for them.”
Market trends “The British consumer is increasingly aware of the importance of healthy eating and as such, fresh produce and its preservation is more important than ever,” says Britannia Living managing director Chris Honer. “So, although design and colour still play a role, it’s the internal technologies such as humidity crispers, sweetspot shelves and multiflow air systems that are the real drivers for consumers as they deliver real benefits by prolonging the longevity of food and therefore saving money. “The word ‘Eco’ is increasingly starting to
resonate with consumers and the requirement for energy efficient refrigeration appliances
Statement cooling appliances, from manufacturers such as Beko, have enjoyed increased consumer attention 26 |
www.innovativeelectricalretailing.co.uk July/August 2016
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